Green Key

Official Websites

• https://www.greenkey.global
• https://www.green-key.dk/en
• http://www.fee.global
• http://www.greenkey.global

Brand Guidelines

2016

Brand Summary

Mission

• Green Key is an international eco-label for tourism facilities, aiming to set a leading standard of excellence in environmental responsibility and sustainable operation within the tourism industry. The programme provides a framework for establishments to work on sustainability issues, including awareness raising, and is linked to the United Nations Sustainable Development Goals 2015-2030.

Core Values

• environmental responsibility
• sustainable operation
• quality
• image
• reputation
• status
• rigorous standards
• CO2 neutrality
• CSR compliance

Target Audience

• Hotels, hostels, small accommodations, campsites, holiday parks, conference centres, restaurants, attractions, Green Key site owners/managers, national operators, sponsors, partners, and anyone communicating on Green Key’s behalf.

Personality Traits

• internationally recognised
• cohesive
• consistent
• prestigious
• inspiring
• environmentally conscious
• professional

Visual Identity Overview

• The visual identity centers on a consistent logo featuring a green key on a blue background, with strict rules for color usage (Pantone 300 U blue and 354 U green), logo proportions, and translation. The logo is used in color, grayscale, black, or white versions for specific contexts, and must not be altered or combined with other elements. Materials such as flags, plaques, stickers, and certificates follow standardized formats and sustainable production guidelines.

Categories

Brand Values

• The Green Key brand lives not only on paper or electronically but can represent many more intangible aspects of our business ethics such as a collection of feelings and perceptions about quality, image, reputation and status amongst peers and partners. It is our job to make our brand communicate its strength and values in a cohesive and consistent way and to do this there are certain rules that need to be adhered to internationally.
• Green Key is internationally recognised and it is important that our values are protected and endorsed throughout the brand identity.

Logo Usage

• All logos in this document use the following colours to ensure that they are identifiable as part of the same family of logos: These are the only colours in which the logos can be presented (online/printing). This is the core of the brand and can in no circumstances be altered. RGB: 0 102 204 PAN.: 300 U WEB: #0066CC CMYK: 100 46 0 0 RGB: 0 153 51 PAN.: 354 U WEB: #009933 CMYK: 91 1 93 0
• The main body of the Green Key logo always remains constant, howev­er, the text underneath which names the programme can vary accord­ing to translation. Important note: To strengthen the Green Key brand which is in competition with other eco-labels, Green Key encourages only using Green Key in English on the logo. Please see page 10 for further information. In this instance the width of the text should fit comfortably within the width of the main body, but should not be smaller than 7pt, with the main body increasing in proportion. The font used, when translating, should be Arial.
• The coloured logo is the preferred logo and should be used wherever possible. The master logo is the most important visual representation of the brand. The logo can be used with or without the Green Key text below. The logo may be used in a grey scale version where colour repro­duction is not possible.
• To increase brand recognition, all new countries as well as existing countries already using ‘Green Key’ in English in the logo should continue to do so. Some countries (e.g. Belgium, France, Morocco and Wales) that are using ‘Green Key’ translated into national languages are encouraged to change to use both English and the national language (see example) or change to only use ‘Green Key’ in English.
• The black logo must be limited to PR uses (textile, pens, etc.), where a colour, or grey scale logo cannot be used. This version cannot be used as the official logo on Green Key communications, flags, plaques, certificates, etc. Moreover, this version cannot be used on a blue background corresponding to the official FEE blue colour referred to in this document.
• The white logo must be limited to PR uses (textile, pens, etc.), where a colour, or grey scale logo cannot be used. This version cannot be used as the official logo on Green Key communications, flags, plaques, certificates, etc. Moreover, this version cannot be used on a blue background corresponding to the official FEE blue colour referred to in this document.
• An example of logo used with an additional language.
• Do NOT rotate the logo at all.
• Do NOT alter the ratio of the logo. It has to be a square.
• Do NOT change the relationship between the body and the type (No text along the sides or on top of logo -only text under the logo). Do NOT change the key within the lockup in anyway (upside down or change side.
• Do NOT combine the logo with any other elements -such as logos, words, graphics, photos, slogans or symbols that might seem to create a hybrid mark.
• Do NOT change the colour of any part of the logo.
• Do NOT use the old version of the logo -The Green Key.
• The minimum recommended size for use with text is a width of 25mm. This will ensure the text remains legible. In cases where the logo has to fit into other design requirements, only the logo without the text should be used. There are no restrictions to the maximum size, only those dictated by file size. For larger usage please ensure you use a vector eps version of the logo.

Color Palette

• All logos in this document use the following colours to ensure that they are identifiable as part of the same family of logos: These are the only colours in which the logos can be presented (online/printing). This is the core of the brand and can in no circumstances be altered.
• RGB: 0 102 204
• PAN.: 300 U
• WEB: #0066CC
• CMYK: 100 46 0 0
• RGB: 0 153 51
• PAN.: 354 U
• WEB: #009933
• CMYK: 91 1 93 0
• Do NOT change the colour of any part of the logo.

Co Badging

• The Green Key logo should not be used to sponsor or endorse any other organisation or product, nor for religious or political purposes.
• The logos featured in this document may only be used by third parties, with permission, where the organisa-tion is participating in or supporting the programme.

Materials Guidelines

• The flag is produced in two standard sizes by Semaphore. 100x150cm 150x225cm Other sizes can be produced by National Operators, as long as the ratio (2:3) is kept. No other changes can be made in the production of the flags. The FEE flag producer Semaphore guarantees qualitative and sustainable flags. They commit to making the production and transportation as CO2 neutral as possible. National Operators are not obliged to order from Semaphore, however as an environmental NGO we do expect that all our members only order flags that comply with following requirements: • The flag producer uses sustainable materials • The flag producer is in compliance with international, national and local legislation and its CSR policy regarding environment, health, safety and labour.
• Green Key sites cannot produce flags themselves. They have to contact the national or international Green Key management for orders.
• The vertical flag is produced in two standard sizes by Semaphore 100x300cm 80x180cm Other sizes can be produced by National Operators, as long as the ratio (1:3) is kept. No other changes can be made in the production of the flags. The FEE flag producer Semaphore guarantees qualitative and sustainable flags. They commit to making the production and transportation as CO2 neutral as possible. National Operators are not obliged to order from Semaphore, however as an environmental NGO we do expect that all our members only order flags that comply with following requirements: • The flag producer uses sustainable materials • The flag producer is in compliance with international, national and local legislation and its CSR policy regarding environment, health, safety and labour.
• The table flag is a smaller version of the flag which can be placed on a table, reception desk, etc. Semaphore produces one standard table flag. 10x15cm Other sizes can be produced by National Operators, as long as the ratio (2:3) horizontal and (1:3) vertical is kept. No other changes can be made in the production of the flags. The FEE flag producer Semaphore guarantees qualitative and sus­tainable flags. They commit to making the production and transportation as CO2 neutral as possible. National Operators are not obliged to order from Semaphore, however as an environmental NGO we do expect that alI our members only order flags that comply with following requirements: • The flag producer uses sustainable materials • The flag producer is in compliance with international, national and local legislation and its CSR policy regarding environment, health, safety and labour.
• The design and size (220x310mm) of the Green Key plaque has been internationally standardised, but can be produced by National Operators in different materials. The options would be: • Metal • Plastic • Wood • Hard glass Please note that the FEE flag producer Semaphore only produces hard plastic plaques. The plaque should state the Green Key name. To increase the brand recognition, it is strongly recommended that only ‘Green Key’ in English is used. See page 10 for more information about using the Green Key logo with text in national language.
• It is imperative for all Green Key awarded sites to have the plaque displayed at the entrance/lobby. Green Key sites cannot produce plaques themselves. They have to contact the national or international Green Key management for orders.
• There is a standard format for the text on the sticker. The sticker only contains the year(s) in which the certification is valid. The National Operators have the: 1. Option to have one year on the sticker (for example 2016) if they award the sites at the beginning or the end of the year. 2. Option to have two years on the sticker (for example 2016/2017) if they award sites throughout the year. National operators will have to make sure that sites are renewed on time. NOTE: A plaque always needs to be accompanied by a sticker to be considered valid. Concerning the design of the sticker, national operators can either: 1. Use the international standard sticker. Printed on transparent background. 2. Produce own stickers according to the following guidelines: Size: 181mmx38mm Font: Arial Font size: 62pt
• Green Key sites cannot produce stickers themselves. They have to contact the national or international Green Key management for orders.
• There is a fixed format for the certificate to be used by all National Operators and by Green Key International for all awarded sites. The Certificate is divided into three parts: UPPER HALF IS FIXED (TEXT IN ENGLISH) • Title • Logo, ‘Green Key’ • Name of Green Key awarded site • Valid until month & year BOTTOM HALF CAN BE ADJUSTED • National operators can add Green Key text in national language, logo of the national organisation, contact details national organi-sation, signature of national operator. FOOTER • FEE logo (imperative) • Link to international website: www.greenkey.global (imperative) • Text: “Green Key is a programme of the Foundation for Environ-mental Education (FEE)” (optional). It is imperative for all Green Key awarded sites to have the certificate displayed at the entrance/lobby. Green Key sites cannot produce certificates themselves. They will receive the certificate from the national or international Green Key management.

Visual Style

• All logos in this document use the following colours to ensure that they are identifiable as part of the same family of logos: These are the only colours in which the logos can be presented (online/printing). This is the core of the brand and can in no circumstances be altered.
• RGB: 0 102 204
• RGB: 0 153 51
• PAN.: 300 U
• PAN.: 354 U
• WEB: #0066CC
• WEB: #009933
• CMYK: 100 46 0 0
• CMYK: 91 1 93 0
• The main body of the Green Key logo always remains constant, however, the text underneath which names the programme can vary according to translation. Important note: To strengthen the Green Key brand which is in competition with other eco-labels, Green Key encourages only using Green Key in English on the logo. Please see page 10 for further information. In this instance the width of the text should fit comfortably within the width of the main body, but should not be smaller than 7pt, with the main body increasing in proportion. The font used, when translating, should be Arial.
• The coloured logo is the preferred logo and should be used wherever possible. The master logo is the most important visual representation of the brand. The logo can be used with or without the Green Key text below. The logo may be used in a grey scale version where colour reproduction is not possible.
• To increase brand recognition, all new countries as well as existing countries already using ‘Green Key’ in English in the logo should continue to do so. Some countries (e.g. Belgium, France, Morocco and Wales) that are using ‘Green Key’ translated into national languages are encouraged to change to use both English and the national language (see example) or change to only use ‘Green Key’ in English.
• The black logo must be limited to PR uses (textile, pens, etc.), where a colour, or grey scale logo cannot be used. This version cannot be used as the official logo on Green Key communications, flags, plaques, certificates, etc. Moreover, this version cannot be used on a blue background corresponding to the official FEE blue colour referred to in this document.
• The white logo must be limited to PR uses (textile, pens, etc.), where a colour, or grey scale logo cannot be used. This version cannot be used as the official logo on Green Key communications, flags, plaques, certificates, etc. Moreover, this version cannot be used on a blue background corresponding to the official FEE blue colour referred to in this document.
• An example of logo used with an additional language.
• Do NOT rotate the logo at all.
• Do NOT alter the ratio of the logo. It has to be a square.
• Do NOT change the relationship between the body and the type (No text along the sides or on top of logo -only text under the logo). Do NOT change the key within the lockup in anyway (upside down or change side.
• Do NOT combine the logo with any other elements -such as logos, words, graphics, photos, slogans or symbols that might seem to create a hybrid mark.
• Do NOT change the colour of any part of the logo.
• Do NOT use the old version of the logo -The Green Key.
• The minimum recommended size for use with text is a width of 25mm. This will ensure the text remains legible. In cases where the logo has to fit into other design requirements, only the logo without the text should be used. There are no restrictions to the maximum size, only those dictated by file size. For larger usage please ensure you use a vector eps version of the logo.

Additional Properties